Twitter at last looks serious about making money.
In the last two weeks, the company has introduced several advertising plans, courted Madison Avenue at Advertising Week, the annual industry conference, and promoted Dick Costolo, who has led Twitter’s ad programme, to chief executive — all signs that the microblogging site means business about business.
Another telling sign of Twitter’s newfound interest in advertising is that 20 of the company’s 300 employees work on advertising — against only one person just three months ago.
Many say there are questions to be answered and experiments to be done before Twitter becomes a must-buy.
“Agencies are uneducated, brands are uneducated and to a certain extent, Twitter is uneducated,” said Ian Schafer, chief of Deep Focus, an interactive marketing agency.
Advertising Week was a debut for Twitter, as Costolo shared the stage with executives from Google and Facebook and wooed ad executives in the audience with a clear message.
“We’re definitely beyond the experimentation stage. It’s working,” he said.
Twitter started with six advertisers and now has about 40, including Starbucks, Ford and Microsoft. Costolo said it would have more than 100 by the end of the year.